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Marketing Management Introduction 3 Section 1. Product Development, Pricing and Distribution Plan 8 Integrated Marketing Communication Plan 10 Section 3. Marketing Strategy 8 Product Development, Pric

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Added on  2021-05-31

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Marketing management Marketing management Introduction 3 Section 1.Segmentation and brand strategy 3 Consumer segmentation 3 Primary and secondary market 5 Positioning/perceptual map 6 Brand strategy 7 Section 2.Objectives 8 Marketing objectives 8 Financial objectives 8 Section 3. Marketing program 8 Product development, pricing and distribution plan 8 Integrated marketing communication plan 10 Section 5.Sheduling, forecasting and control 11 Marketing scheduling and budget 11 Forecasting 11 Control 11 Conclusion 11 References 12 Appendices 15 Introduction The main aim of this

Marketing Management Introduction 3 Section 1. Product Development, Pricing and Distribution Plan 8 Integrated Marketing Communication Plan 10 Section 3. Marketing Strategy 8 Product Development, Pric

   Added on 2021-05-31

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Marketing Management Introduction 3 Section 1. Product Development, Pricing and Distribution Plan 8 Integrated Marketing Communication Plan 10 Section 3. Marketing Strategy 8 Product Development, Pric_1
Marketing management Table of ContentsIntroduction.................................................................................................................................................3Section 1.Segmentation and brand strategy.................................................................................................3Consumer segmentation..........................................................................................................................3Primary and secondary market....................................................................................................................5Positioning/perceptual map........................................................................................................................6Brand strategy.............................................................................................................................................7Section 2.Objectives....................................................................................................................................8Marketing objectives...............................................................................................................................8Financial objectives.................................................................................................................................8Section 3. Marketing program.....................................................................................................................8Product development, pricing and distribution plan................................................................................8Integrated marketing communication plan...........................................................................................10Section 5.Sheduling, forecasting and control............................................................................................11Marketing scheduling and budget.........................................................................................................11Forecasting............................................................................................................................................11Control...................................................................................................................................................11Conclusion.................................................................................................................................................11References.................................................................................................................................................12Appendices................................................................................................................................................152
Marketing Management Introduction 3 Section 1. Product Development, Pricing and Distribution Plan 8 Integrated Marketing Communication Plan 10 Section 3. Marketing Strategy 8 Product Development, Pric_2
Marketing management Introduction The main aim of this task is to provide a brief overview about the marketing plan. It is the secondpart of the assignment. In first part, SWOT analysis, Pestle analysis and porter five forces analysis was done by the Smith Snack food Company. Smith’s crinkle cut chips product has beentaken in the task which is one of the well known brands across the world. Here is the discussion about the marketing mix strategies of the firm. It explains that how the organization makes integrated communication plan to expand and flourish the business effectively. Apart from this, the company focuses on the target market to hit the competitors globally. Forecasting, monitoring and controlling have been explained in the task. Further detail of the task has been detailed below. Smith’s snackfood company is a British Australian manufacturing company which is well knownfor its potato chips. It is owned by the American multinational company PepsiCo. The organization manufactures and sells various types of Snack foods. The organization was incorporated in 1920 in the United Kingdom. The main aim of the firm is to render unique services to the target audience. It will help to accomplish the desired objectives and targets (Smiths, 2018). Section 1.Segmentation and brand strategy Consumer segmentation Segmentation plays a vital role to attract and retain the customers in the international market. According to the research findings, it can be stated that the Smith’s snack food company has ensured that the products and services are produced in an effective manner for the health conscious consumers in the global market. The company focuses on the tastes, preferences and choices of the consumers in order to increase the sales and revenue of the firm. It has been analyzed that segmentation is a process of dividing the entire market into the different segments to meet the long term goals and objectives (Forbes, Kahiya and Balderstone, 2016). The older people come in the main segment of the firm. This segment is highly encompassed of older people in the society that holds a significant share of the market. Along with this, middle and 3
Marketing Management Introduction 3 Section 1. Product Development, Pricing and Distribution Plan 8 Integrated Marketing Communication Plan 10 Section 3. Marketing Strategy 8 Product Development, Pric_3
Marketing management upper class people are also considered the main target market of the company in the competitive market. The firm has confirmed that product’s fat level is below 40%. To ensure convenience, the organization has several packs from which that a purchaser can choose. It has been noted thatmajority of impulse buyers chose the smaller packs as compared to the larger packs. It has been analyzed that kids are considered the primary consumers of snack chips. As such, the company has put various types of effective and unique strategies to attract and retain consumers in the global market. To satisfy the needs and requirements of the kids, the organization has always been producing the snacks in the marketplace. This has enabled the firm control a large share of this market. Smith’s crisp is one of the biggest brands of Smith’s snackfood company. The other brands include Twisties, and Doritos that help in increasing the revenue of the firm (Duarte, Raposo and Ferraz, 2013). Along with this, segmentation is done by the company on the basis of geographic, demographic, behavioral and psychographic areas. In demographic basis, Smith’s snackfood company focuses on the weather, and climate of the country to attract target market across the world. It will help toincrease and enhance the sale of Smith's Crinkle Cut chips in the global market. Along with this, demographic area also affects the growth and progress of the firm. In demographic areas, the company also focuses on the age, sex, occupation, relationship status, and religion to maximize the number of customers in the international market. Psychographic area includes personality, values and social class life. These factors also affect the selling process of the firm. The firm needs to identify and analyze these factors to overcome the competitors. Lastly, behavioral factors also affect the profitability of snack food Chips Company (Oakes and Smith, 2013). 4
Marketing Management Introduction 3 Section 1. Product Development, Pricing and Distribution Plan 8 Integrated Marketing Communication Plan 10 Section 3. Marketing Strategy 8 Product Development, Pric_4

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